500 Episodes of Evolution: Novel Marketing Podcast Host Reflects on Pivotal Mistakes and Strategic Shifts

[City, State] – [Date] – In a candid and introspective milestone, Thomas Umstattd Jr., the driving force behind the long-running "Novel Marketing" podcast, is marking his 500th episode not with accolades for past successes, but with a critical examination of his most significant missteps and strategic "rug pulls" over more than a decade of guiding authors. The podcast, which began in 2013, has evolved considerably, mirroring the seismic shifts in the digital landscape and the publishing industry. This landmark episode delves into lessons learned, urging authors to embrace ownership and pay for essential services, a stark contrast to earlier advice that leaned into the seemingly free offerings of social media giants.

The anniversary episode, available as a podcast and video on YouTube, also features a giveaway of a MacBook Neo, underscoring Umstattd’s commitment to engaging his audience. The reflection comes at a time when the podcast’s YouTube presence is growing, prompting some viewers to question its claim as the "longest-running book marketing podcast" when the video channel is relatively new. Umstattd addresses this by tracing the podcast’s origins and its enduring legacy in audio format.

Part 1: A Journey Through Author Marketing Evolution

Thomas Umstattd Jr.’s foray into author marketing began in 2007 with website development for authors. This evolved into speaking engagements at writers’ conferences, culminating in the launch of his blog, "Author Tech Tips," which garnered recognition from Writer’s Digest. The pivotal moment arrived in 2013 with the co-founding of the "Novel Marketing Podcast" alongside Christy Hall of Fame author James L. Rubart. Simultaneously, his company developed WordPress plugins aimed at empowering authors to build their own online presence.

The subsequent years saw a diversification of services, including courses for authors, a role as a fractional marketing director for a publishing company, a stint as a literary agent, and the creation of the "Christian Publishing Show." However, this period of expansion led to a significant personal reckoning. In 2019, Umstattd experienced a mental breakdown, prompting a drastic pruning of his professional life. He consolidated his efforts to focus on the "Novel Marketing Podcast," the "Christian Publishing Show," and his courses, divesting from website development, plugins, and agenting. James L. Rubart also stepped back from his regular co-hosting duties, though he remains involved in Umstattd’s course, "The 5 Year Plan to Become a Professional Author."

The most recent phase of "Novel Marketing" has seen the introduction of video episodes on YouTube in 2024, the development of the "Patron Toolbox" (a suite of over 70 tools for authors), the launch of a dedicated community platform at AuthorMedia.social, and a new show, "Author Update." The annual "Novel Marketing Conference," held each January, has also become a cornerstone of their offerings. While Umstattd began blogging for authors in 2009, it took 13 years and 500 episodes to reach this significant podcasting milestone.

Part 2: The Shifting Sands of Digital Marketing: "Rug Pulls" and Their Impact

A significant portion of Umstattd’s reflection is dedicated to "rug pulls"—advice that was once sound but has since become detrimental due to fundamental changes in the digital landscape. These are crucial lessons for authors navigating an ever-evolving online world.

Rug Pull #1: The Abandonment of WooThemes

In the early days of website development, WooThemes was a popular WordPress theme framework. However, the company shifted its entire focus to its e-commerce plugin, WooCommerce, effectively abandoning its theme business. This left websites built on WooThemes frameworks vulnerable and unsupported, causing ongoing stress for authors who had invested in these platforms.

Rug Pull #2: The Demise of Facebook Parties and Virtual Launch Events

Once a viable strategy for generating buzz and securing early reviews, Facebook parties and virtual launch events on the platform have become problematic. Umstattd explains that Facebook’s sale of social proximity data to Amazon has led to increased scrutiny of review clusters. Now, a surge of reviews from socially connected individuals can trigger Amazon’s algorithms, leading to the deletion of those reviews. The advice has shifted to authors avoiding direct reader engagement through personal Facebook profiles, instead recommending the use of business pages.

Rug Pull #3: The Loss of Google Reader and the RSS Revolution

Google Reader was once a favored tool for aggregating blog and news content, saving inboxes for essential communications. Its discontinuation by Google, which seemingly sought to steer users towards Google+, had a profound impact on the blogosphere. Umstattd notes that while RSS remains a powerful technology for internet freedom, its widespread adoption has been hampered by the expectation of free services. He now advocates for paying for RSS readers like Feedly, emphasizing the value of owned platforms.

Rug Pull #4: The Google+ Black Hole

In the early days of "Novel Marketing," the prevailing advice suggested that authors might not need a website, with platforms like Google+ and Facebook being sufficient. Umstattd, in episode two of the podcast, pushed back against this notion, emphasizing the continued necessity of author websites. While acknowledging Google+ as a potentially useful tool at the time, he points to its eventual demise and inclusion in the "Google Graveyard" as a stark reminder of the impermanence of platform-dependent strategies.

Rug Pull #5: The Algorithmic Gatekeepers of Facebook Pages

Initially, Facebook pages were a powerful and free marketing tool for authors. Umstattd and his team dedicated significant effort to teaching authors how to leverage these pages for organic reach. However, the introduction and evolution of Facebook’s EdgeRank algorithm, and later machine learning optimized for revenue, drastically reduced the organic reach of pages. By 2016, paid advertising became the only reliable method to reach audiences on Facebook, transforming it from a marketing superpower to a platform where time is now better spent as an investment in paid ads.

Rug Pull #6: The Transformation of Mailchimp

Mailchimp, once the "gold standard" for author email newsletters, offered a generous free plan that allowed new authors to build their lists without initial costs. However, its acquisition by private equity and later by Intuit marked a decline in service. Features were removed, the interface became more cumbersome, and the free plan was significantly reduced and eventually eliminated. Umstattd highlights that the competitors to Mailchimp are now superior, and he advises authors to transition to platforms like ConvertKit or MailerLite, emphasizing the critical difference between being a paying customer and being the product.

Part 3: Deeper Dives into Personal and Strategic Blunders

Beyond the "rug pulls" caused by external platform changes, Umstattd also candidly discusses personal mistakes and blunders that were flawed from their inception.

Mistake #1: Misinterpreting Social Media Sentiment

Umstattd admits to having previously believed that social media was an effective tool for understanding target audiences. He now recognizes that users primarily see algorithmically promoted content, and that true sentiment has migrated to private group chats and direct messages. He argues that sentiment analysis of public posts is increasingly inaccurate, and that observing customer behavior and purchase decisions provides a more reliable indicator of market truth. This realization was further solidified by investigations into the influence of government entities on social media algorithms, highlighting the dangers of relying on potentially manipulated public discourse.

Mistake #2: Recommending Blogging for Novelists

While blogging remains a powerful strategy for nonfiction authors—a platform for testing ideas, improving craft, and building an audience—Umstattd concedes that it is largely ineffective for novelists, especially those starting out. He notes that for established novelists with significant sales, blogs can serve to connect with existing fans. However, for emerging authors, blogs rarely translate into book sales, particularly when the blog’s content deviates from their fiction. He extends this critique to platforms like Substack for novelists, defining blogs as valuable for creating a permanent record for email newsletters rather than as a primary driver of fame or sales.

Mistake #3: Advocating for Condenser Microphones

In the early days of podcasting, Umstattd recommended condenser microphones like the Audio Technica AT2020, which was a popular USB option at the time. He now acknowledges this as a significant error. Condenser microphones, he explains, capture the entire room’s acoustics, requiring professional studio treatment for optimal results. For authors recording in typical home environments with hard floors and ambient noise, dynamic microphones offer superior performance at a lower cost. He now endorses dynamic microphones such as the Samson Q2U, Rode PodMic USB, and Shure SM7B, which naturally reject background noise and produce a more professional sound.

Mistake #4: The Flaw of Marketing Personas and Reader Avatars

For years, Umstattd guided authors in creating reader personas, a corporate marketing practice. He now deems this exercise a mistake for authors, who are too creative for such a formulaic approach. This often leads to the creation of an "imaginary friend" who praises everything the author writes, rendering the persona useless for strategic decision-making. His current recommendation is for authors to "find a Timothy"—a real-life individual who can provide honest, critical feedback. This strategy, he notes, also serves as a crucial predictor of a book’s potential failure; if an author cannot find even one person outside their immediate circle who is excited about their book, it’s unlikely to resonate with a wider audience.

Mistake #5: The Past Apolitical Stance

For the first decade of "Novel Marketing," the podcast largely avoided political topics, deeming them off-topic. However, Umstattd’s increasing awareness of the pervasive influence of politics on the publishing industry—from contract acquisition to book placement and marketing strategies—led to a significant shift. He now recognizes that ignoring politics leaves authors disadvantaged, oblivious to systemic biases. The influential event that solidified this change was the death of Charlie Kirk, which profoundly affected Umstattd and prompted him to disregard negative commentary from those who celebrated the event. This realization also led him to understand that vocal critics on platforms like YouTube or AuthorMedia.social were not financially invested in his work.

Mistake #6: Neglecting Personal Health

Umstattd candidly admits to a long period of declining health, marked by weight gain and a lack of energy, putting him on a path toward heart attack. He attributes this partly to a commenter’s observation of his "horrifying" appearance, a harsh but accurate assessment. The catalyst for change was Charlie Kirk’s murder, which underscored the need for physical fitness to navigate increasingly challenging times. He embraced a health-focused approach, utilizing apps like LoseIt for calorie tracking and an Apple Watch for activity monitoring. This led to significant dietary changes—increased soluble fiber and protein, reduced carbohydrates and fat—and a commitment to strength training. He has lost approximately 50 pounds and continues his journey toward better health, acknowledging the influence of Joanna Penn’s book, "The Healthy Writer," and her insights into the sedentary nature of the writing profession.

Conclusion: The Imperative of Ownership and a Grateful Outlook

Thomas Umstattd Jr.’s reflection on 500 episodes of "Novel Marketing" serves as a powerful testament to the dynamic nature of author marketing and the critical importance of adapting to change. His journey from advising on free platforms to advocating for paid services underscores a fundamental principle: own your platform. When services are free, users are often the product, and the risk of losing hard-won work is ever-present.

Umstattd’s renewed embrace of the "You’re an adult, and it’s a free country" ethos signifies a rejection of paternalistic platform management. He champions the concept of digital "ownership," urging authors to invest in their own websites and email service providers as essential tools for preserving freedom, autonomy, and marketing power.

As "Novel Marketing" enters its next chapter, Umstattd expresses profound gratitude to his patrons, his team, and his family, particularly announcing the impending arrival of his fifth child. The anniversary serves not just as a retrospective of past advice, but as a forward-looking call to action for authors to build sustainable, owned platforms and to prioritize their health and well-being in the demanding world of publishing.